Media Analysis Techniques

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He has published more than 100 articles, numerous book reviews, and more than 60 books. Among his latest books are the third edition of Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches (2013), The Academic Writer's Toolkit: A User's Manual (2008), What Objects Mean: An Introduction to Material Culture (2009), Bali Tourism (2013), Tourism in Japan: An Ethno-Semiotic Analysis (2010), The Culture Theorist's Book of Quotations (2010), and The Objects of Our Affection: Semiotics and Consumer Culture (2010). He has also written a number of academic mysteries such as Durkheim is Dead: Sherlock Holmes is Introduced to Sociological Theory (2003) and Mistake in Identity: A Cultural Studies Murder Mystery (2005). His books have been translated into eight languages and thirteen of his books have been translated into Chinese.

Preface Acknowledgments Part I. Techniques of Interpretation Chapter 1: Semiotic Analysis A Brief History of the Subject The Problem of Meaning Social Aspects of Semiotics: The Individual and Society Saussure on the Science of Semiology Signs Forms of Signs Signs and Truth Facial Expressions as Signs Hyperreality Language and Speaking Connotation and Denotation The Synchronic and the Diachronic Syntagmatic Analysis Paradigmatic Analysis Intertextuality Dialogical Theory Metaphor and Metonymy Codes Culture Codes Michel Foucault on Codes Semiotics of the Television Medium Some Criticisms of Semiotic Analysis A Checklist for Semiotic Analysis of Television Chapter 2: Marxist Analysis Materialism The Base and the Superstructure False Consciousness Ideology The Frankfurt School Class Conflict Alienation The Consumer Society John Berger on Advertising Bourgeois Heroes Hegemony The Problem of Media Consolidation The Society of the Spectacle The Danger of Being Doctrinaire Grid-Group Analysis Marxist Criticism in the Postmodern World Analyzing a Text From a Marxist Perspective Study Questions and Topics for Discussion Annotated Bibliography Chapter 3: Psychoanalytic Criticism The Unconscious Sexuality William A. Rossi on Sexual Aspects of the Foot and Shoe The Oedipus Complex On the Importance of Myth Media and the Oedipus Complex Id, Ego, and Superego The Structural Hypothesis Applied to Culture Symbols Defense Mechanisms Martin Grotjahn on Horror Films Dreams Condensation and Displacement Aggression and Guilt Stereotypes and Aggressive Humor Freud and Beyond Jungian Psychoanalytic Theory Psychoanalytic Analysis of Media: A Cautionary Note Chapter 4: Sociological Analysis Emile Durkheim on Our Social Nature Some Basic Concepts Culture Herbert Gans and Taste Cultures Uses and Gratifications Genres and Formulas Content Analysis Chapter 5: Discourse Analysis Defining Discourse Analysis Teun A. Van Dijk on Discourse Analysis Spoken and Written Discourse Styles and Written Discourse Political Ideologies and Discourse Analysis Critical Discourse Analysis (CDA) Advertising and Critical Discourse Analysis Multimodal Discourse Analysis (MDA) Multimodal Critical Discourse Analysis (MCDA) A Multimodal Critical Discourse Analysis of an Advertisement Conclusion Part II. Applications Chapter 6: Murderers on the Orient Express Organizing a Mystery Detectives as Semioticians Social and Political Dimensions Poirot as Revolutionary Chapter 7: Seven Points on the Game of Football (And Some Interesting Statistics) Football Is a Game of Signs Instant Replay and the Modern Sensibility Football Socializes Us Statistics on Televised Football Why Baseball Is Boring Football as an Alternative to Religion The Marxist Perspective Football and the Psyche Concluding Remarks Chapter 8: The Maiden with the Snake: Interpretations of a Print Advertisement Signs in Signs: A Primer on Applied Semiotics The Maiden in Paradise: A Case Study A Paradigmatic Analysis of the Fidji Advertisement Using the Myth Model Psychoanalytic Aspects of the Fidji Text An Aside on Moisturizers and Anxiety Final Comments on Perfume and Anxiety Chapter 9: All-News Radio and the American Bourgeoisie News and Alienation News and Ruling-Class Ideology Commercials and Anxiety Caught in the Middle News and Conversation News from the Internet and Social Media Chapter 10: Video Games: A New Art Form An Investigation of MMO's Are Video Games an Art Form or a Medium? New Technologies and Video Games Janet Murray on Interactivity and Immersion Video Games and Addiction Video Games and the Problem of Violence Social and Physical Problems Caused by Video Games Video Games and Sexuality Conclusions Chapter 11: Cell Phones, Social Media, and the Problem of Identity An Epiphany The Internet Media Use by 8- to 18-Year-Olds Social Media A Psychoanalytic Perspective on Youth and Social Media The Cell Phone as Sign: A Semiotic Perspective Marxist Perspectives on Cell Phones Conclusions Epilogue: Shmoos and Analysis Appendix: Simulations, Activities, Games, and Exercises Glossary References Author Index Subject Index About the Author